Factors affecting the frequency of purchase of fish and other seafood for at-home and restaurant consumption by Northeastern consumers were investigated. Cluster analysis identified six groups of consumers with similar perceptions of the attributes of fish. Demographic and cluster membership variables were employed in logistic regressions to identify the characteristics of frequent at-home use and restaurant purchasers. At-home purchase was more likely to be frequent among respondents with white collar occupations, older ages, urban/suburban and New England residence, recreational fishing participation, and membership in one of five attitudinal clusters. Restaurant purchase was more likely to be frequent among whites and among those with higher incomes, white collar occupations, recreational fishing involvement and among members of two clusters with favorable attitudes toward fish; it was less likely to be frequent in households with children age 10 and under present.